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The Comstrat Model: Development of an Expert System in Strategic Marketing

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Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference

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Abstract

This paper introduces an expert system model which is being developed with the objective of helping marketing managers to analyse the position of their company relative to their competitors, in a particular business or product area, and then suggesting ways in which this position might be improved. The authors also discuss a predevelopment test to assess management benefits, as well as the generation and elicitation of knowledge and expertise provided by managers themselves. In particular, this research considers the potential of an expert system to aid marketing managers in making competitive analysis evaluations.

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Author information

Authors and Affiliations

  1. University of Wales, Chestnut Hill, MA, USA

    Luiz Moutinho (Professor), Mr Bruce Curry & Fiona Davies

Authors
  1. Luiz Moutinho
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  2. Mr Bruce Curry
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  3. Fiona Davies
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Editor information

Editors and Affiliations

  1. Department of Marketing, Boston College Carroll School of Management, Chestnut Hill, MA, USA

    Victoria L. Crittenden

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© 2015 Academy of Marketing Science

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Moutinho, L., Curry, B., Davies, F. (2015). The Comstrat Model: Development of an Expert System in Strategic Marketing. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_101

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